Description
Bestselling author Simon Kingsnorth is a recognized digital leader and strategist, and is currently Global Head of Digital Marketing at Citi Private Bank, based in the UK. Highly experienced at leading teams in digital marketing, digital transformation and user experience, he is a regular keynote speaker and contributor to industry publications. Chapter – 00: Introduction – How will this book transform your digital marketing strategy?; Chapter – 01: The foundations of digital marketing; Section – ONE: Knowing your business objectives and your customer; Chapter – 02: Understanding the digital ecosystem; Chapter – 03: Integrating digital into wider organization strategy; Chapter – 04: Understanding the evolving digital consumer; Chapter – 05: Barriers, considerations and data protection in digital marketing strategy; Section – TWO: Integrating digital change into your wider organization; Chapter – 06: Enabling technologies for online marketing and digital transformation; Chapter – 07: Planning your digital marketing strategy – Objectives, teams and budgeting; Section – THREE: Using channel strategy to reach your customers; Chapter – 08: SEO strategy and organic techniques; Chapter – 09: Building and optimizing a winning paid search strategy; Chapter – 10: Display advertising and programmatic targeting; Chapter – 11: Tailoring your social media strategy; Chapter – 12: Marketing automation, messaging and email marketing – The unsung heroes; Chapter – 13: Lead generation that delivers results; Chapter – 14: Content strategy – A key pillar of success; Chapter – 15: Personalizing the customer journey and digital experience; Section – FOUR: Conversion, retention and measurement; Chapter – 16: Effective design, e-commerce and user experience (UX); Chapter – 17: Managing loyalty, CRM and data; Chapter – 18: Providing a smooth online service and customer experience; Chapter – 19: Measuring success through data analytics and reporting; Section – FIVE: Tailoring your final digital marketing strategy; Chapter – 20: Putting together your digital marketing strategy; Chapter – 21: Index
